%0 Journal Article
%T 人云亦云：在线评论对负面新闻感知的影响<br>Following the Herd: The Priming Effects of Online Comments on Readers’ Perceptions of Negative News
%A 闫岩
%J 国际新闻界
%D 2015
%X 摘要 本研究在启动效应的理论框架下，探讨了负面新闻中不同语气、不同诉求手段的新闻评论对相关程度各异的读者在产品态度、公司态度和品牌推荐意愿三个方面的影响。结果表明，尽管新闻报道的篇幅更长，内容更丰富，读者的感知判断还是受到了其他用户评论的显著影响。这种影响体现为评论语气、诉求手段和相关程度三个要素之间的交互关系：积极评论和消极评论分别使得人们的感知更为积极或更为消极；感性诉求更强烈的影响了低相关度者的反应；感性诉求的优先效果仅仅体现在负面评价中。此外，新闻评论的启动效果不仅仅体现在人们的感知判断中，还直接影响了用户自主评论的语气、诉求、乃至措辞。<br>The current research tested the priming effects of online comments’ valance, appeals, and degree of reader-involvements on readers’ attitude of the products, evaluations of the companies, and recommendation likelihood of the brands. A control group was presented with news stories only. Results indicated that preceding comments primed the valence and appeals of participants’ self-generated comments. Comments valence biased participant’s immediate attitude, evaluation, and recommendation likelihood toward the direction that consistent with the comments they read. In addition, an interaction effect was found among comments valence, appeals, and degree of involvements; emotional comments indicated a greater priming effect than rational comments did only in the negative valence group. The priming effects were illustrated not only in perceptions, but also the details of participants’ own comments
%K 启动效应
%K 在线新闻评论
%K 语气
%K 诉求
%K 相关度<br>priming effects
%K online news comments
%K valence
%K appeals
%K correlation degree
%U http://cjjc.ruc.edu.cn/CN/abstract/abstract416.shtml